RKS Backgrounder

Copyright RKS Design 2007
25+ years legacy of world-class

Product design
Client range from start-ups to

The Fortune 15
RKS Design Mission

Statement:
To produce designs which
create deep, meaningful
connections with consumers
and market successes for our
clients.
COMPANY BACKGROUND

Named as chairperson for the 2004 IDEA awards by IDSA/ BusinessWeek
-Founder and President of RKS Design, Inc.

-Involved in virtually every facet of design for 25+ years
-Professor of industrial design at Art Center College of Design (Pasadena, CA) and
Cal -State University at Northridge
-Design award program juror for:
I.D. Magazine Design Review
IDSA/BusinessWeek IDEA awards
CES Innovations awards
California Design Bienniel (head juror)
-Innovator of the IDSA/BusinessWeek Catalyst award
-Featured lecturer and speaker
-Center for Business and Design advisory group member
-Named on over 100 domestic and worldwide patents
-Founding trustee – Pasadena Museum of California Art
-Recipient of an honorary Ph.D. from Academy of Art University for the development
and evolution of the Psycho-Aesthetics methodology and reinventing the electric
guitar
RAVI K. SAWHNEY, Ph. D.

Allsteel
Amana/Maytag
Apple Computer
AT&T
BAE Systems Canon, Inc.
Canon
Discus Dental
Fossil
Gensler
Gibson Labs
Harman/JBL Pro
Hewlett-Packard
Intel
Interbath
LG Electronics
MedTronic MiniMed
Nissan
Nokia
Panavision
Procter and Gamble
Seiko
Wham-O
SELECTED CLIENT LIST

2007 Red Dot Award
– Zyliss USA Measuring Cups
2006 Bronze IDEA
– RKS Design, Bumpbrella Concept
2005 Good Design Award
– RKS Guitars, "Pop" series
2005 Silver IDEA
– RKS Guitars, "Pop" series
2005 Silver IDEA
– RKS Guitars, Open Architecture Guitar
2003 Gold IDEA
– Neurosmith Musini
2003 Silver IDEA
– SRAM Smartbar
2003 Bronze IDEA
– Thane, Inc. Q Grill
2003 Bronze IDEA
– Meso Scale Discovery Sector HTS
2003 Bronze IDEA
– Discus Dental Zoom! Lamp
Hundreds of design and utility patents
AWARDS AND ACCOLADES

What we do. How we do it.

Is it like me?
Does it like me?
Can it make me more?
-Dr. Bob Deutsch DDB
Does it attract me ?
Does it engage me?
Does it affirm me?
-Ravi K. Sawhney
Who am I?
What am I?
What can I do for you?
-Procter & Gamble
PSYCHO-AESTHETICS 2.0
Keys as Others See Them
How does the mind react to new stimuli?
Is it like me ? Does it like me? Can it make me more?

-Dr. Bob Deutsch
Using those three litmus tests as a starting point, how do we as designers interpret the
responses and place them into the context of a branding “event” which ultimately turns the
consumer 9nto the “Hero”?
RKS design has worked extensively with Dr. Bob Deutsch, renowned cognitive anthropologist
and author of PRIMlysis: Discovering How People Bond with Products.
The result of this work, which includes consumer profiling and the mapping of the competitive
landscape, has come to be known as Psycho-Aesthetics, the proprietary RKS Design mantra,
which has now been in practice since 1992 and has been responsible for myriad market
successes for our clients.
The Heros Journey
Psycho-Aesthetics is the underlying
foundation of the RKS Design
philosophy – the physical
expression of a products' intention
through its design. It is the allure of
what beckons the user to interact,
touch, enjoy, share, and feel like a
"hero."
Process
The Psycho-Aesthetics
methodology is currently being
taught at the Harvard School of
Business as a regular
component of their curriculum.
RKS: THE PROCESS

The following slides
demonstrate application of the
Psycho-Aesthetics strategy,
innovation and design process
to product development at
RKS, and the results it
generates.

STRATEGY

STRATEGY

STRATEGY

The work generated for Averatec
included branding assessment in
conjunction with personas
development, after which,
benchmarking for different product lines
was conducted.
STRATEGY

The Challenge
• Amanas Washer/Dryer line was achieving lackluster market acceptance

and was losing market share although they had built a quality product.
• Through our Psycho-Aesthetic maps, we revealed that at all stages of

the consumers interaction, Amana was by far the worst in its class.
• RKS Design interviewed users and reviewed the environments in which

these products resided. “Day in the life” scenarios were established to
create storyboards for specific consumer segments.
• Key findings exposed that purchase decisions were primarily a female

decision with a male validation of the mechanical fitness and durability
within the traditional family setting.
STRATEGY

The Result
• A raised consumer perception, and increase perceived value so high that
we could raise the retail price point by 25% while increasing the cost of
goods by only 30 cents!
Direct impact to Amana:

• $20 million in now realized profits
• Increased market penetration
• New channels opened up
• New points of sales
• Increased brand presence and perception
STRATEGY

Amana approached RKS Design to
help design its next generation of
refrigerators. The RKS team worked
with social scientists to conduct
extensive research over a three-year
period to determine the ways
individuals and families utilize their
appliances.
This research revealed that a large
portion of Amanas target audience
were young, trend-conscious
consumers buying their first major

appliance as well as families with
children.
INNOVATION

The RKS team proposed design innovations including an interactive user interface,
“FrontFill” water dispenser, easy change water filter, tilt-out door buckets, beverage
chiller, mini chiller, and optional Kid Zone.
Amana was rewarded for their commitment to design in the fourth quarter of 2000,
when the new side-by-side refrigerator was presented to buyers from
Sears/Kenmore. Following this meeting, Sears placed their largest order ever from
Amana for 40,000 units to be delivered in the first quarter of production. During the
course of the following year, Maytag purchased Amana appliances. Maytag has
subsequently experienced a 16% increase in consolidated sales.
INNOVATION

INNOVATION

INNOVATION

IR SECURITY CAMERA
The HHC100 is a hand-held Infrared security camera design for applications that cover a broad spectrum of end-users involved in security and
general surveillance such as: law enforcement, paramilitary, civil - search/rescue, industrial/commercial, public works departments and other small
businesses.
Additional features include external USB and power connectivity, commercial rechargeable battery(s) with charging capability while loaded in the
camera and, an optional "lock-in" pistol grip or plate for static mounting.
INNOVATION

INNOVATION

OUTPATIENT III LAMP
The Outpatient III is the perfect solution for diagnostic and procedure lights.
More physicians choose the Outpatient III than any other diagnostic light for
focusable flood-type light, maximum intensity and shadow-free operation.
With minimal heat output and high color temperature, the Outpatient III is the
perfect low-maintenance, top performing light for nearly every application in
the hospital, surgical suite or physician's office.
INNOVATION

How do you challenge an icon that has
remained virtually unchanged for the
better part of a century?
Innovation!
The advent of interchangeable

guitar bodies.
Placing the tone and volume controls

conveniently for easy access and quick
adjustment.
Shaping the guitar to conform to the

guitar players body, in contrast to more
traditional flat guitars.
INNOVATION

RKS Guitars has enjoyed incredible press coverage, including the cover
of BusinessWeeks annual design issue in 2005, and multiple features in
news, music, and design publications.
INNOVATION

INNOVATION

INNOVATION

Thank you.

RKS Backgrounder

Uploaded by

Document Information

Original Description:

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

RKS Backgrounder

Uploaded by

Copyright:

Available Formats

Copyright RKS Design 2007

25+ years legacy of world-class

Client range from start-ups to

RKS Design Mission

Copyright RKS Design 2007

-Founder and President of RKS Design, Inc.

RAVI K. SAWHNEY, Ph. D.

Copyright RKS Design 2007

SELECTED CLIENT LIST

Copyright RKS Design 2007

Hundreds of design and utility patents

AWARDS AND ACCOLADES

Copyright RKS Design 2007

Copyright RKS Design 2007

Is it like me ? Does it like me? Can it make me more?

foundation of the RKS Design

philosophy – the physical

expression of a products' intention

through its design. It is the allure of

what beckons the user to interact,

touch, enjoy, share, and feel like a

methodology is currently being

taught at the Harvard School of

component of their curriculum.

RKS: THE PROCESS

Copyright RKS Design 2007

demonstrate application of the

innovation and design process

RKS, and the results it

Copyright RKS Design 2007

Copyright RKS Design 2007

Copyright RKS Design 2007

Copyright RKS Design 2007

included branding assessment in

conjunction with personas

development, after which,

benchmarking for different product lines

Copyright RKS Design 2007

• Amanas Washer/Dryer line was achieving lackluster market acceptance

• Through our Psycho-Aesthetic maps, we revealed that at all stages of

• RKS Design interviewed users and reviewed the environments in which

• Key findings exposed that purchase decisions were primarily a female

Copyright RKS Design 2007

Direct impact to Amana:

Copyright RKS Design 2007

help design its next generation of

refrigerators. The RKS team worked

with social scientists to conduct

extensive research over a three-year

period to determine the ways

individuals and families utilize their

This research revealed that a large

portion of Amanas target audience

were young, trend-conscious

consumers buying their first major

Copyright RKS Design 2007

chiller, mini chiller, and optional Kid Zone.

when the new side-by-side refrigerator was presented to buyers from

subsequently experienced a 16% increase in consolidated sales.

Copyright RKS Design 2007

Copyright RKS Design 2007

Copyright RKS Design 2007

Copyright RKS Design 2007